Your non-profit organization may be worthy of support, but a good cause is not enough to attract donors. You have to reach out to existing and potential donors, let them know what’s going on and how they can help. You need to meet them where they are, and you have to work effectively behind the scenes so that you are ready to engage with them. Here are some ideas about what you need to run your fundraising marketing campaign effectively.
Good Data Management Structure
In the old days, before computers were in widespread use, all of a non-profit organization’s data had to be recorded on paper, whether handwritten or generated on a typewriter. Today, there are software programs that allow you to keep records electronically. Generally speaking, this is much more convenient, but sometimes there are still issues getting different programs, such as Raiser’s Edge and Salesforce, to work together.
When you have to migrate data from one system to the other, it can be time-consuming and frustrating. RE system integration allows you to synchronize data so that when entered in one system, it is reflected in the other. This is called “mirroring” and is a much more efficient way to work.
Effective & Streamlined Constituent Outreach
Existing supporters are among your most valuable resources. People who have donated to you in the past are more likely to do so again, and you don’t have to keep giving them your pitch over and over again. You just need to remind them that you are out there and still need their help. To do this effectively, however, you need to be able to get back in touch with them quickly and easily. This is another area in which Raiser’s Edge integrations can be helpful. Constituent outreach is easier when the data in the two systems are synchronized.
Multi-Channel Approach
The wider a net you cast, the more likely you are to get the attention of donors both new and existing. You should get your message out to potential supporters through as many different channels as possible. Don’t rely too much on email blasts, social media, or website updates to the exclusion of the others. Instead, send the same message out on all platforms, and hold some in-person events into the bargain.
Ease of Donation
Creating a successful marketing campaign for your fundraiser and then making it difficult for people to make a donation at the end is like running an entire marathon and then tripping over your own feet within inches of breaking the tape. No matter how you reach your donors, you want to make it as easy as possible for them to take the final step. For example, you should have a big, obvious “Donate” button embedded at the end of your fundraising email that takes people directly to the donation page on your website. Since most people browse the web on their smart phones, you should design or redesign your entire website, especially the donation page, to be mobile-friendly.
There are many tools available to help you run a successful fundraising marketing campaign. Find out why Salesforce donation management is one of the most valuable.
